The purpose of this study is to identify operational definition and measurements of sustainability for eco-design. The measures of perceived sustainability items enable for eco-design researchers and practitioners to clarify relationships among perceptions of sustainability and other key customer equity variables, such as value equity, brand equity, and relationship equity. The multiple methods for generating scale items and the multiple stages in the scale development process results in a scale that should be useful to both eco-design researchers and practitioners. This study offers a valuable tool for measuring perceived sustainability for eco-design researchers and practitioners from the sustainable marketing perspectives.

• Juran Kim(Jeonju University)
• Raffaele Donvito(University of Florence)